by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
SOUND +MU SI C SOUND The traditional barriers between music and the commercial world are breaking down with artists more keen to form mutually beneficial relationships. Advertiser funded three minute tracks are released on YouTube and in clubs before a cut down version is used in the ads months later. Just some recent changes in the commercial sound and music business that has re-energised a sector than in the past has often been a last minute thought for creatives. Campaign Brief caught up with some of the major players in Australia and NZ who are mostly bullish about their future role in the multi-media future. THE TRACK STILL FOND BY NEW Zealand band Cut off Your Hands was the most played track on JJJ for the week ending 1/6/07. The single was rel eased by Lev ity Music, a record label just launched by Levi’s Jeans that aims to help develop the careers o f emerging arti sts. The lead singer of Cut off Your Hands appears in ads for Levi’s dressed in a pair of 501s, therefore becoming a face of the brand. While Levi’s has long been recog- nised as an innovator in th e mus ic space, its decision to start a re cord company is a telling ex ample o f how the traditional barriers between music and the c ommercial wo rld are breaking down with artists more keen to form mutual ly be neficial relationships. This is partly driven by the digital age which means t he tr adi tiona l record company’ s ho ld o ver wh o gets played , and wh o doesn ’t, is wavering a s bands a re di scovered through social n etworking s ites , viral clips and, yes, o ccasionally, commercials. Some musici ans ar e movin g beyond selling the lic ensing r ights to their songs o r w ri ting t racks specifically for commercials to get- ting involved i n promotions. Fo r example, Robbie Wil liams, who starred in a global camp aign f or Peps i, al so wrot e a n ew song ‘United’ for fans who c ollected the pull rings f rom Pepsi cans, and Mad onna , along wi th Ig gy Pop appeared in the 2 005 Mo toro la Rokr spot which used ‘Hung Up’ as its track. American musician Moby i s usu- all y c redited with open ing t he fl oodg at es when he br azen ly embraced t he commercials world, even releasing a rate card for e very sin gle track fro m his CD , P lay, which went on to sell some 10 mil - lion copies globally. His music has appeared in ads for a diverse group of clients including Ni ssan, iMac, Nokia and adidas. Rafael May of Rafael May Mu sic, who c reat es mu sic and sou nd design for advertising, film and TV, agr ees that t he b arr iers between musi cians and the c ommercia ls’ 56 CAM PA I GN B RIE F Rafael May JU L Y /AU GUST 2007 Stacey Wah (Soundtrax New Zealand) THE
September October 2007
May June 2007